I’m Conan Cunningham, founder and CEO of Mr Bug.

What’s the basic premise behind Mr bug?

Healthy, hypo-allergenic and sustainable dog treats made from nutrient-rich mealworms. 

We breed plump, nutrient-dense mealworms in rural Devon because we believe in a back-to-basics circular economy whereby this wriggly superfood feeds on Cornish bran, a nutritious by-product of our regional wheat milling community. Over time mealworms will produce a highly digestible and vitamin-rich mono-protein via a by-product called frass (or mealworm poop), which is an incredible rocket-fuelled/all-natural fertiliser that supports healthy wheat growth.

Across the world there are approximately 2bn insect-munching enthusiasts who understand that traditional farming is not only inefficient and environmentally unfriendly, but ill-equipped to meet the good protein cravings of our planet’s ever-expanding population.

Whilst the West has historically been a little slow out-of-the-blocks, hindered by a historical sniffiness regarding insect consumption; a growing appreciation of healthier living coupled with a better grasp of good nutrition is leading to a seismic curiosity in alternative farming, with France (to a lesser extent Belgium and Holland) becoming global leaders within the vertical farming of mealworms.

For now our focus is dog treats and nutrition but as legislation relaxes, we aim to move into healthier living protein propositions for humans (protein powders…)

In 2021 10,000 metric tonnes of insect protein were produced – in 2030 this will exceed 500,000 metric tonnes.

What is insect protein a game changer?

Mealworms for anyone who might not know are the Rolls Royce of the insect world, combining an enticing nutty twang with an avalanche of tangible nutritional benefits.

Mealworms actually offer more B12 than salmon, more iron than spinach, more calcium than milk and all 9 essential amino acids, nutritional highlights which help explain why Mr bug won gold at the prestigious 2022 Nourish awards.

Now the use of insect protein in dog treats and food has been a thing for a while, however historically black fly larvae were the grub of choice; albeit this is a bitter-tasting insect historically used in cattle feed that has been shown in recent times to be awash with unwelcome saturated fats.

What was the moment you decide to make Mr Bug happen?

The statistics supporting bug appreciation are quite simply mind-blowing.  To create 1kg of mealworms requires 1700g of feed (cattle 10,000g, pigs 5,000g…). What’s more mealworms provide 60g of protein per 100g Vs cattle (51g), chicken (43g….). Perhaps most strikingly of all and at a time when drinking water is scarcer than ever, 1kg of mealworms only requires 10L of water compared to chicken (2300L) and cattle (22,000L)…. 

In an age when unrelenting deforestation still takes place, robbing our planet of its all-important arteries that work tirelessly to purify our air, cool our streets and cities, whilst protecting land from the worst consequences of floods and water pollution, we need policies that pro-actively support the preservation of ancient woodlands and rain forests.

What did you do prior to Mr Bug?

I’ve had what could best be described as an eclectic career which included a small stint in the marines and some time on the road armed with little more than my electric guitar, a pocket full of plectrums and a steely resolve to be the next big thing in rock.  I enjoyed a little success but not enough to make the wider music community sway to my rhythm.  Success came in the form of setting up a small but well-equipped Shepherd’s Bush studio which has against all odds become a leading light in its field.

What would you say has been the hardest problem to tackle?

The predictably short-sighted screwed up face expressions that follow any conversation around insect consumption.  There is more leeway around one’s pets eating habits but sooner or later stuck-in-the-mud British human food legislation needs to fall in line with harsh ecological realities.

How did the pandemic affect your plans?

It was during the pandemic that my wife and I decided to move to the countryside and escape the drudgery of big city life.   The idea of an insect farm had been scratching around in my head for a fair amount of time and it was during one beer-fuelled evening in a pub with a good friend that I finally convinced him to join my grubby adventure.

Tell me about any business highs and lows.

Business highs: 

• I get a genuine buzz out of creating employment for the rural economy where significant investment remains in short supply.

• The initial reaction from an inquisitive pet fraternity, especially the more risk-taking indie sector has been nothing short of incredible!

• Winning a much sought-after gold Nourish award!

Business lows: 

• The pre-eminence of nutritionally vacant and overtly processed dog treats 

What’s coming down the pipeline in 2023?

A cutting-edge dog protein bar.

Can you carve out a distinct and defendable niche?

We already have! But we’ve only just begun.

Best advice for aspiring entrepreneurs?

Do something that fills you with joy because life’s too short to do stuff that doesn’t excite the soul!